Integrating For Change
Brittany Ferries is the market leading ferry operator on the Western Channel, sailing from eleven ports and linking the UK and the Republic of Ireland with France and Spain. The business is also a major tour operator to France and Spain, providing a wide range of self-drive holidays in this region of Europe.
But with three different agencies handling creative, digital and media, the business was looking for a change and a new approach in strategy as they ambitiously set out to grow passenger numbers. We were very pleased to win the four-way pitch, and with our integrated areas of expertise working together, we're helping Brittany Ferries set sail.
The biggest change facing Brittany Ferries with its target of increasing passenger numbers – specifically self-drive passengers – was that they would need to connect with new audiences. This called for a new approach to brand communications and strategy.
Specifically, our approach identified that the opportunity for Brittany Ferries would be through change in the overarching message – from that of a 'service' led theme (which is saturated in the current marketplace) to a fully brand-led campaign that would engage new audiences on an emotional level.
Given the size of the business, to successfully increase passenger numbers, we would need more than a clever idea – we would need the skills of several areas of expertise to work together with an integrated approach, including response, planning, digital, media and advertising.
When we looked into the audiences that the brand resonated most strongly with, we arrived at our strategic proposition for the brand: travel with limitless possibilities. This proposition underpinned our thinking on each area of expertise – from the approach to buying media to the way the messaging spoke to consumers.
Our 'any' creative platform, appeared in early 2013 through a fully integrated campaign launch spanning press, outdoor, digital and DM. Working with this creative platform and strategic proposition allows us to celebrate every break and every destination, combining rational product benefits with emotional connections, turning a well-liked brand into one that the audience can fall in love with.
Our beautiful TV spot invited our audience to rediscover their childhood curiosity and taps into the life stage of the main target audience.
The campaign launched in January 2013, and initial brand tracking results look very positive. We are in the midst of a busy schedule of campaigns with activity focussed on holiday packages, seasons, specific regions and even some completely new services, all of which will contribute to the wider business targets for the year.
Here's what Richard Price, Head of Marketing at Brittany Ferries had to say: “Bray Leino possess a wide range of marketing expertise to complement the sector experience of our in-house team - and the challenge we have set ourselves is to draw it all together to provide smart and integrated marketing communications to help us achieve our objectives.”